Marketing Monday: Chobani's Ad Campaign
Chobani's first national ad campaign, titled "Real Love Stories," debuted, appropriately, on Feb. 14 (Valentine's Day). The multifaceted campaign, developed by Chobani and its advertising agency, Gotham Inc., includes two national television commercials along with digital and out-of-home ads.
There were no dairy-related free-standing inserts in this week’s Sunday papers. If you really need an FSI fix, see our album of 103 images on Facebook.
Instead, let’s look at dairy products advertising on television, specifically Greek yogurt. On Feb. 14, Chobani, a division of Agro Farma, premiered its first national campaign, with spots airing in major markets on top-rated network shows and cable networks.
The multifaceted campaign, developed by Chobani and its advertising agency, Gotham Inc., includes two national television commercials along with digital and out-of-home (OOH) ads. The ad campaign is called “Real Love Stories.”
The yogurt-maker calls its fans “Chobaniacs.” These avid yogurt consumers share their love of the brand on social media platforms, including Twitter, Facebook, and YouTube. The TV spots tell the true stories of fans who went to great lengths for Chobani.
In one spot, Stephen Wright (not the existential comedian but a pre-med student from Hamilton College) bikes 80 miles to New Berlin, N.Y., to see where his favorite yogurt is made. The second shows Stephanie Lane, a CPA from Richmond, Va., who got crafty with her Chobani in order to stop her co-workers from stealing it from the office fridge.
The brand is directing its fans to chobani.com, where they can see the commercials, submit their own “Real Love Story” and connect with other Chobani fans across the country.
